Varna has already signed contracts with four tour operator companies for advertising the city in different provinces in Germany, said today the deputy mayor of the municipality Snezhana Apostolova to the participants in the forum Hospitality & Tourism Summit – HTS 2026. According to her, the signing of another contract is forthcoming, which is for the promotion of a seasonal airline to at least five German airports.
The city will be advertised by tour operators in three provinces and in Berlin, added Apostolova. According to her, the focus will be on the fact that Varna is a safe and peaceful destination that offers a quality product. Apostolova clarified that many channels will be used to promote the city – social networks, leaflets, tourist offices. The tour operator partners of the Municipality have also undertaken to finance the campaign so that it becomes more extensive.
There are still many unknowns about the other top market for Varna – Romania, Apostolova also said. She pointed out that the vouchers that the state has been giving to citizens for domestic travel in the country have been discontinued there. This could direct some Romanians to foreign destinations and they may choose Bulgaria and Varna, explained Apostolova. As a serious problem for the coming season, she highlighted the reduction in reservations from Israel.